Levi’s, Walmart and T.J. Maxx lead 2026 customer loyalty rankings

Retail brands that align closely with shifting consumer expectations are emerging as the strongest performers in customer loyalty, according to new research from Brand Keys.

That conclusion comes from the 18th annual Brand Key Loyalty Leaders List, which ranks the top 100 brands based on their ability to build and sustain customer loyalty.

In the retail sector, Levi Strauss earned top honors in the apparel category for 2026. Other leading brands across retail categories included Skechers for athletic footwear, T.J. Maxx among department stores, Walmart in the discount segment and Dollar Tree in dollar discount retail.

Brand Keys said this year’s rankings reflect more than traditional brand strength. Instead, they highlight cultural relevance and a brand’s ability to meet — or exceed — rapidly escalating consumer expectations.

According to the report, expectations jumped 32% year over year, marking the largest single annual increase since the survey began in 1998.

That shift has significantly reshaped the competitive landscape. Brand stability alone is no longer enough to secure category leadership, the firm said.

As expectations rise, 40% of product and service categories have seen new top-ranked brands based on how well they address evolving consumer demands.

“Elevated consumer expectations are shifting the rules of loyalty engagement, and brands that fail to adapt risk being overtaken,” said Robert Passikoff, founder and president of Brand Keys.

The report also underscores the financial benefits of loyalty. Retaining existing customers remains far less expensive than acquiring new ones, with retention costs estimated at 17 to 25 times lower — a gap that has widened by 26% since 1997.